Betsy Jordyn (00:00.142)
So I really thought I got the value of what I do as a brand positioning and messaging strategist. Like, know, heck, I've been honing my process for over 10 years. And then I decided to write a book about it and discovered the real power of what I do. Find out the five deep truths that I learned about both the challenge and true payoff of refining your consulting or coaching brand positioning and messaging clarity I only saw after tearing my own process apart on today's episode of the Consulting Matters podcast.
Betsy Jordyn (00:37.368)
Welcome to the Consulting Matters podcast. This is the show for purpose-driven consultants and coaches who are ready to own the power of what they do and position themselves for greater impact and income. I'm your host, Betsy Jordyn. I am an ex-Disney consultant and a consulting business owner, turned business mentor and brand positioning and messaging strategist. You can find out about all the things they do to help my clients turn their expertise, their strengths, their passions into a standout brand and a thriving business that they and their clients love.
on my website at www.BetsyJordyn.com. Don't forget Jordyn is with a Y. So let me talk to you about what we're talking about today. So to begin with, I got some big news. I am finally, finally, finally starting to work on a very long-term goal that I've had, which is writing my first book. Well, technically I've decided I wanted to make it a workbook and it is focused on the brand positioning and messaging process that I have developed, honed, refined.
over 10 years of working with hundreds of consultants and coaches. So my goal with this workbook, and the reason why I chose it to be a workbook is I wanna make it easier for purpose-driven consultants and coaches to get that clarity on what they do and their messages so that they can get out there and land the work that they deserve to work because we matter, what we do matters, and I wanna make what I do available to more people.
So I had big plans to knock this out over the holidays. I thought, you know what, I've got all of this stuff. I got so many things out there in my content. You know, I got podcasts, episodes, blog, YouTube videos, oh my gosh, so many action sheets that I use with my private clients. And I'm like, you know, I could just piece all this stuff together and voila, I will have my workbook and I will have it all done by the end of the holidays. And turns out it was a very different story of getting this all together. It did not work out that way.
So taking everything that I've created and turning it into a cohesive narrative for somebody who may never meet me in person was way harder than I expected. But it taught me so much, especially about the power of deconstructing what we do. Like if you've never done that, I highly recommend it. Because when you pull your work apart like this, a few things happen. You you start to appreciate what you actually do for your clients.
Betsy Jordyn (02:53.27)
why it matters and how actually it's different than how other people who might do similar things as you do, how you go about it is unique to you. But then what I also discovered, the hardest places, like the things where you really get stuck, they actually reveal your zone of genius. You the thing that you do that is uniquely you, we're gonna get more into that in this episode, but I really wanna get into big picture, the five things that now I deeply understand. I might have known at a cognitive level,
about what I do as a brand builder or a brand positioning strategist. Like there's things that I knew, but I didn't fully appreciate it until I broke it down. So I wanna share those tips with you on the value of it. I also wanna give you some tips on how to start deconstructing your own process so that you can experience the same type of clarity and confidence in what you do. So here's the truth, you know, and this is what you're gonna hear at the end.
which I'll explain, is that getting clarity in what you do isn't really about you at all. It's about the first act of service that you offer your clients and it changes everything. So I'll explain that, stay at the end, you'll hear more about what I mean by that. If you sign up now, it's a win-win-win. You're gonna get my full guidance at a reduced price. I get real-time feedback from people who are new to the process and my future readers will get a better, more usable workbook. So this is a win-win-win all the way around. Just go to BetsyJordyn.com slash services.
to learn more about my programs or better yet, just click the button at the top to book a free discovery call. So without further ado, let me get into the five things that I now understand about branding that I didn't fully appreciate until I deconstructed my process. Number one, there is a difference between brand position as a noun and brand positioning as a verb. They're not the same, but I've been teaching them as the same. So brand position is different than brand positioning.
Your brand position is the space you hold in the market and in the minds of your ideal clients. So the thing about your brand position as the noun, this exists whether you do any work on your brand positioning strategy, because people are already forming impressions about who you are and what you do, who you help and the value from everything that you put out there, all the touch points that are available, the social media, website, you know, what you say when you go to networking events, all those things are out there.
Betsy Jordyn (05:12.106)
and they are forming an impression and the market is positioning you. So your brand position is a noun. But on the other hand, brand positioning is a verb. So brand positioning is what you do to take charge of how you're seen and perceived in the marketplace and in the minds of your ideal clients. So it's choosing where you want them to place you. So the difference between these two isn't fundamentally about marketing.
It's about strategic intention and control. So if you don't make a decision about what you want your brand positioning to be, if you don't do brand positioning and decide like, know what, this is where I wanna fit in and stand out the market, the market will define it for you. So for example, right before I got into the holidays, I was at a networking event. ran into somebody I hadn't seen for a long time who was a VP of learning and development for a large company that I did some consulting with several years ago.
And I asked her what she did and she's like, oh, well, you know, I work with these consultants, you know, they land work and they need somebody who has L and D expertise. So I come into these gigs and I just offer some instructional design or what have you. The reality of this scenario is this is this woman's brand position, whether she wants it or not. So she is positioning herself as support for other more successful consultants who are landing work who need somebody to enhance their
contract size and somebody to deliver on the specific tasks that are L &D related. Now this may not be a big deal for her because maybe this is just what she wants. Like she's retired, maybe she just wants to take on some instructional design projects, not a problem if that is what she wants to be known for. The problem comes if it's not what you want to be known for. And so therefore you have to make a choice. You have to be intentional and decide what do you want to be known for?
how do you wanna be perceived? You have to do the intentional actions to take charge of all the touch points that informs a client about who you are and the value that you create and align it to the space that you wanna hold in the market and in the minds of your ideal clients. You have to choose. So that's the difference between brand position as a noun and brand positioning as a verb. In contrast, for example, I was working with a new client, so she just signed up and she's also a former VP of Learning and Development.
Betsy Jordyn (07:35.136)
And she expressed concern right from the get-go that she did not wanna go backwards in her career and do instructional design again. So I was deep in my workbook and I got really clear that there's a couple other reasons why brand position and brand positioning aren't the same. So one is you wanna take control over how you're seen in the market, but it's also about taking control over your career. So it seems like it's a marketing exercise, like this is what I wanna get known for, but it's also taking control over who you want
to be working with, what do you want it to look like? And also, this brand positioning as a verb is also about elevating your impact. So this was like a new aha for me in this context is that none of us wanna leave a high profile role with a career path to do work that you've long outgrown. Now again, with that situation with that particular person that I ran into.
No judgment here. know, like this, she could decide that she just wants to do some instructional design. Maybe she missed doing it from years before. She wants to do it now. Like this is not about judgment. It's about what you want. And so for a lot of us who start our own businesses, we don't want to repeat our past career. We want to create our future. You have to position yourself for what's next and the new opportunities. So that is about strategic choice and intention. So people ask me all the time, like, why would I give up a successful consulting career?
practice, you where I was advising executives around the world. But think about it, you know, when I left to start my own consulting business, I had been doing consulting for years. I was an internal consultant at Disney. And the reality is if I stayed at Disney, I would have moved up to a leadership role where I was training up the next generation of other consultants and coaches. So I had to replicate that type of promotion for myself in my business. So brand positioning ensures
that you get a promotion in your business. So that's why I'd like these inflection points are so important. What they represent is not just like, gee, I wanna take the next step in my business or I wanna level up. It's that I want a promotion in my business and I have to do something to make it happen. So let me ask you this. So here's where it's time for you to take some action and do some evaluation.
Betsy Jordyn (09:41.816)
I want you to take a look at everything you have out there, your website, your LinkedIn, other social media, and how you're talking about what you do, and what is it conveying about you? What is it saying about who you help, what you do, and the value? In other words, what are you doing right now to shape the markets thinking about you, and is it what you want? What kind of work are you doing with your clients? Does it represent a promotion or work that you've long outgrown? And how are you getting paid, and what are you getting paid for?
and isn't in alignment with what you know your years of experience, your unique strengths, and the value that you know you create warrants. And if you're not getting known for or paid for what you want, it's time to think about brand positioning as a verb, not as a noun. So number one, brand position as a noun, brand positioning in the verb, they're not the same. So now let's get into number two. Brand positioning strategy. Everything that I teach my clients about
brand positioning strategy is a total flip on everything that we've been taught, everything. So I did not really appreciate until I got into the workbook how much of a flip this really was because every single thing that we've been taught about landing jobs, promotions, describing what we do, even mission statements is all about beginning with what do you do? know, like the mission statement format is what do you do for whom and why? So this is what we know.
And so I do not appreciate like when I'm asking my clients to work on their positioning strategy, it really is a flip. It's a flip on everything that we have been taught. And so that is much more challenging. So the thing about a mission statement, thinking about the purpose of a mission statement, what do you do for whom and why? Like that's great for an internal team who's already part of a bigger organization who already has a part in a, you know, in an organization has a place on the org chart.
and you're trying to get this team to be more excited about what they do, to see the bigger picture. Like, this is what we do, but this is why we do it. This is the value from the context of the organization. That's not what a positioning statement is. That's not the work of positioning. Positioning statements flip it. It starts with who do you help in the problems you solve first, because that is the space you want to hold in the market. You're trying to carve out that space around who you help in the context for your help.
Betsy Jordyn (11:58.486)
That's how you stand out. So you have to determine first where you fit in to determine where you stand out. The strategy and the narrative arc of your client's transformation story that they are going through, whether they work with you or not, starts with them, who they are in the context for your help. So this is why it's so hard because we get wrapped around the axle trying to figure out like, how do we make what we do sound sexy or more compelling? Because that is how we've been trained. And so we do that.
then we try to match our expertise to open positions and well, you know, this is how we get interviews, this is how we land jobs. But in the realm of transformational change, the type of opportunities that we want, there's no job description. There's just a client with a problem that they don't have a solution for nor fully the words to know how to ask for exactly what they need. And that's what your brand positioning answers for them. If you establish who your clients are in the context for your help,
that begins to shape in their mind like, okay, this is me, I see myself in this, now I'm interested, they've hooked me, now let me hear more about their solution. So in order to do brand positioning strategy, which is that flip, we almost have to do what happened with Rocky in Rocky II. I'm aging myself a little bit, but in Rocky II when he had to learn how to fight with his right hand instead of being a southpaw, there was all those scenes where his left arm was tied down.
Like that's what we mentally have to do to ourselves. Like everything that we've been trained, we know we have to do it differently. So if to train our perspective around like, what I do, what do I do, what do we do? And we have to keep flipping it. Who do I help? What's the context for my help? Who do I help? What's the context for my help? When you do that flip and you could see that, that's where is the game changer. You you spend the bulk of your time. Like it's interesting as I put my workbook together, you know, I have many, many, many more.
more pages and content about who your clients are and the context than I do about you, because once you get that work done, then everything else becomes a lot more clear. So when you begin with who you help and the problems you solve, like this is where you get that deep knowing and empathy for your ideal clients, which leads to better messaging, definitely more relevant and compelling offers. And I'll tell you, this is my best hack for overcoming fear, because you make your vision for the person that you wanna help bigger.
Betsy Jordyn (14:17.432)
than any concerns you might have about putting yourself out there. And I actually have a whole chapter on the issues around fear and self-doubt. So that's like a lot more ah-has I have around that. I'll have a future podcast episode on that. But that's on the other side is a deeply compassionate business in a brand that resonates with the clients that you wanna help. So let me ask you this. In what ways is defining what you do by first identifying who you help and the problems you solve a flip on what you're used to?
let's just acknowledge it might be a flip. And if so, in what ways will a beginner's mind help you get out of your head and get into your client's heads so that you can fully see and appreciate why they don't need just any other consultant or coach, like they need specifically you. So that's where I ask at the beginning of all my one-on-one work with my clients, like with the very first thing when we're working on setting expectations for how we're gonna partner together, I always ask for that beginner's mind.
because I recognized that this is a flip, but I didn't appreciate until I started writing about this how big of a flip this is. And so that's number two. Number three, my connection between branding and purpose is somewhat unique for me. Of course I did a market scan on what other people teach about branding, brand positioning, personal branding, and all of this in the context of consulting or coaching. And I would say 99 % of what I found is that this work is about marketing.
client attraction or reputation management versus what drives me, which is about helping purpose-driven consultants and coaches express their purpose and their life work through their business. There is not a lot that really connects the dots. Like, yes, there's lots of stuff out there about purpose and a purpose-driven business, but not really connected to your brand positioning. And I think that that is something that's unique for me. So purpose is one of those terms where you talk to two people and you're gonna get three opinions about it.
So let me give you my definition of what I mean by purpose. I don't think purpose is about having some sort of social good cause that you attach to your business. Like, invest in me and I'll invest in some sort of good cause. That's social responsibility and that's a good thing, but that's not purpose. Purpose also isn't your values in isolation. Like I exist to make people trust themselves or we exist just to be happy or make people happy. Like that's not what I understand purpose to be. Like I look at the word
Betsy Jordyn (16:37.486)
purpose and connection to the etymology of the word, which means determine aim or the function for which something exists. So to me, it's about something that you've been made for. Like your purpose is what are you made for in terms of your strengths? And that's one part of it, but it's also how do you make meaning out of your life experiences and your expertise and using all of that as the foundation of your business and your brand? Like that's what I mean about it. So others may talk about purpose, others may talk about branding.
but not many make the strategic link to how your purpose gets expressed in their branding. So why this is important for me is it makes it really clear to me that I'm literally not for anyone who wants to grow or consulting or coaching business, and that is okay. You for those who wanna just get a business going and wants more of that outside in approach where they look at the market and find the gaps that they can fill, my approach, my philosophy will absolutely be too deep and overwhelming. I am not a fit for that situation.
But if you're at that crossroads between success and significance and want your consulting or coaching business to make money, yes, for sure, but also make the difference that only you can make, I'm really the best option. And I'm not saying this out of shameless self-promotion. It's coming from a place of grounded self-awareness. I've done the work to examine what other people have out there. And I think as it relates to consultants and coaches and putting purpose in the brand positioning, I don't think I have any competition really.
I think I'm the best at this. I'm not saying this to be braggadocios. I'm saying I literally am the best at this. This is what I'm made for. It makes the best use of my experiences all my years, 30 plus years in the consulting or coaching industry. It makes the best use of my unique strengths. It makes use of my passion. This makes sense for me. So let me ask you, let's move it away from me. Like I don't want this to be about like, Betsy, she's saying how great she is.
I just want to say that I'm not the fit for everyone, but you're not the fit for everyone. So let me ask you something. Are you at a crossroads in your career? You know, are you at that place where you're looking for more impact, not just success? You're looking for more of the clients meant for you? Are you trying to figure out how to express your purpose in your work, but not in some sort of woo way, but in a clear monetizable strategy? You know, if you've been struggling with it, I could see why. Like this is the whole point of why I did my workbook is I want to provide the how for you.
Betsy Jordyn (19:03.722)
There's lots of people that tell you what you need to do, but not how, not specific to this. So for me, this is the market gap I'm trying to fill. And this is what makes it unique to me. And this is the value of doing this deconstructive process and looking at what else is in the marketplace. So that is my market gap. That is my differentiation. When you do your own deconstruction process, look at what else is out in the market, see how everybody else is approaching things and how you're different.
and how your approach is different and how that might indicate for you a very different client who's set aside for you. Rather than trying to speak to everyone, only speak to the people that you really meant to work with. That is where your passion ignites. Like you can hear as I'm talking about my work, like I'm super passionate about helping consultants and coaches who are purpose-driven and all that kind of stuff. You have somebody who's very specific to you that makes the best use of your experience, your strengths. You're looking for that.
So I would encourage you to go forward and look at what the competition is doing, you know, and see where they're crushing it, where they're falling short, and where your approach is really unique and uniquely valuable specifically for the clients you wanna help. All right, number four. Now I'm gonna tell you about the walls I hit in my deconstruction process, which actually showed me my superpowers. So my first obsession during the holidays was to get my workbook done.
you know, outside of spending time with family and friends and enjoying the holidays. Like, of course I wanted to do that, but I was obsessed about wanting to get this workbook done. My second obsession outside of course the holidays and spending time with family and friends and all that kind of stuff with Stranger Things. my gosh, I'm a total nerd of the show. I love this show. I became obsessed. It's one of my favorites. If you want to nerd out with me about Stranger Things, please just email me directly. I'd love to talk about it. But not to do spoilers about the show. There's this character on the show who has these special powers and she could like mentally
tap into and hack other people's minds. And in the show, she was trying to reach some specific people and she's like, I can't find them. I keep looking for them. There are blocks. Like, I know they're there, but I can't reach them. They're somewhere behind the wall. And in the show, there was like a lot about that. And I felt the same thing when I was deconstructing my process. Like I kept hitting the wall. Like I know there's something on the other side of this and I don't know how to deconstruct this. Like there's things that I can.
Betsy Jordyn (21:22.424)
clearly say, okay, choosing your ideal client step by step, here's what you need to do. I could easily turn into steps. And then there's other parts of the process, like I was stuck because I have no idea how I do what I do. And then once I stopped getting annoyed with myself and stopped pushing it, I decided to realize like, what's the thematic thing here? Like what's going on? Why am I stuck? And it's the parts of the process that I got stuck had to do with
something that related to my weird superpowers. Like it was always something to do in the process around finding the strategic frame for something, like framing up your expertise or framing up your strengths, framing up the context for your help or what you do. So the thing that happened for me is like, like for other things, I could come up with steps and processes, but when I hit here, I'm like, yeah, there's some steps, but it's like, I really don't know how to transfer this. Like, I don't know how to tell somebody else.
how I feel into gifts and strengths and how do I frame up these ideas in a clear and strategic way. I've been trying to teach some of this stuff for years, like in my impact and income accelerator, I've been trying to teach people how to frame up what the client's asking for so they can position themselves more strategically. do that in my private program and my mentoring when I help people in work, but I really don't know exactly how to transfer it I realize that's where my superpowers are.
Like I get compliments all the time about how I am as a podcast host and that I ask great questions, but I don't think it's the questions I ask. I think it's because I have this thing that I do where I frame up and reflect back to the guests what I heard them say and they love that because it makes them feel heard. So this is what I do. I do this all the time. This is what I did as a consultant. This is what I do in my brand positioning and I don't really know how I do it. I really have no idea, you know, why I have this lifelong love affair.
with what people call best at strengths, which to me are really innate gifts. Like the word genius means attendant spirit at birth, which is how I experience other people's genius. Like there's something on an energetic level I'm connecting to. So when people say like, how do you have empathy for people who aren't even in the room? Like when we're working through either ideal client and I can kind of picture what that person's thinking and feeling, I'm like, I don't know. It's like this weird thing that I've always had. It is what it is.
Betsy Jordyn (23:29.58)
You know, so I don't know how to teach someone else how to do these things because I don't actually know how I do them myself. And that's what makes these best at strengths so hard to see and articulate because they come so naturally to us. So when people compliment us on them, we blow them off because we can't even conceive that we're doing anything special that others seem to be finding like intensely valuable. So it's a total mystery to us. Like, why are you like so excited about it? So if you want to know your own superpowers, here's my tips for you on this.
First, stop discounting compliments. Anytime someone says, my gosh, you're so amazing, get curious. Get curious about that compliment and pay attention to what you're doing that comes so naturally you don't even know what you're doing then. Second, take something you think is your superpower and then think, can I deconstruct this easily into steps that others can follow? If so, you might be in your zone of competence and even excellence, but not your zone of genius. It's really gonna be those things that you really can't.
fully articulate to somebody else that they can follow. The last and biggest thing I learned is how our efforts to have clarity on our brand positioning and messaging impacts our future clients. And that's where the real value lies. So in the middle of this workbook, in the middle of my stranger things obsession, as well as having fun with friends and family over the holidays, I also found that I have skin cancer. Now it's treatable, but it's on my face. And it's right between my eyebrows, which I'm not excited about.
And so finding a surgeon who could help me with this has been, let's just say stressful. Stressful is a nice word, but it was anxiety producing because of some of the ways the providers were interacting with me. So when my dermatologist told me about the cancer first, he's like, it's not that big of a deal. It's like a basal thing. We'll just do a little thing, but I can't help you because it's on your face and I'm worried about scarring. So I'm going to send you a plastic surgeon. So he gives me the plastic surgeon who had no website, very few reviews online, and his office was in a very janky part of town.
And when I met him, he freaked me out. Freaked me out. I came prepared with the questions about how he was going to handle the surgery and the recovery. And he's like, no, no, no, we gotta like talk about your diagnosis. And he's like, it's not like basal. It could be this, but it could be something else. It could be these two bad cancers or skull or roasting or whatever that means. And he's like, I have no idea what kind of hole I'm gonna put in your head. I'm like, well, can you fix it? And he's like, well, I don't know. Like, I don't know how bad this is gonna be.
Betsy Jordyn (25:54.638)
You know, like maybe I could fix it. You know, I'm a plastic surgeon, but it might take some time. You know, like it might be over a year. We're gonna have to take like some fat from over here, move it over there. And he's like, so maybe you should go to Tampa, to the Moffitt Cancer Center. Maybe they'll have some non-surgical options. So now like my anxiety level, like first it was like, oh, no big deal. And I was like, oh my gosh, this is a huge deal. It's like two bad cancers. It's chlorosing. And like, this is horrible. So I tried to get into the Moffitt Center. My insurance doesn't cover it. So I was like at my wit's end.
You know, and I'll go back to my dermatologist and like, I need a new recommendation because this doctor's freaking me out. And he's like, I don't know anybody else. I don't know. I don't know everybody in town. You just need to go through your primary care and just go find anybody. Just go through the list of whoever is in your network and see if you can find somebody. I'm like, okay, that freaked me out. I would have just totally ignored this whole surgery thing, except my daughter was like all on me. You know, she's like, you got to do something about it. So then I was like having a meltdown, talking to a friend of mine about it. And he's like, hey, you know, I have this dermatologist.
You know, he was really great about the recovery. So you need a dermatologist who could help you with the recovery. He was really great with it. I got something on my ear and he was really interested in it. And I'm like, interesting. Maybe instead of looking for the plastic surgeon who could do this, I can go to the dermatologist who might do some of that. So he gave me the guy's website and everything changed for me. Everything. They had on the website words, the magic words, all the words I needed to hear. Trusted experts in skin cancer treatment, most surgery of medical dermatology.
expert dermatology for skincare recovery or skincare, cancer care and recovery. My favorite of all those phrases on the website. Our goals are simple, to cure skin cancer and help our patients feel wonderful about their skin and appearance. They had all my magic words, along with testimonials, warm, relatable images, awards, recognitions, and so much more. Game changer. I haven't even met with this surgeon yet. I know I'm going to in a couple of days.
but I feel completely different. Like my anxiety that was like probably at a 20 is like now at a two. It's like, okay, I got the right help. They specialize in what I'm dealing with and the totality of what I want. Not just skin cancer, but the recovery on the other side. That's equally as important to me because the reality is in my life, like all my meetings are in Zoom. My face is right there. This cancer is right between my eyebrows. It's not even like I can wear a hat.
Betsy Jordyn (28:12.876)
You know, I can't get bangs to cover it. Like there's really nothing I can do. So my face is important, not just because of my own vanity, which, know, be honest, I probably have some, but from a financial standpoint, the reason why I'm telling all of this detail about my story is the point of all the investment and money and time that you'll make in your brand positioning and messaging is not just about client attraction. It's not about managing your reputation online. It's about instilling trust in your clients who are in situations that are not unlike the situation I'm in.
So the point of you doing this is in part for the service that you are providing to your future clients. You know, the thing for me is I don't need a general plastic surgeon. I don't need a dermatologist who can do mows. I need an expert who could do both. And the ROI of them making this expertise explicit and clear on their website, I hope is going to be in the cancer recovery. But you know, and also that I'm not gonna have a horrible scar.
but it's in this anxiety that I had and my daughter's anxiety. Like the ROI has just been like reducing anxiety to begin with. So let me ask you this. I want you to take a look at all the touch points your clients have again. And I want you to ask yourself, are they instilling trust that you get them, that you got their back every step of the way?
Are you conveying that regardless of how big the problem that is standing in the way of what they are trying to create or achieve in their lives, their careers, their businesses, and or organizations, you can help them get to where they wanna go because this is what you do all day, every day, out of your own passion and your unique, hard-won expertise. And if you're not instilling trust, you're likely creating questions and doubts, not just in you, but in your clients of even getting a solution at all.
So this is about service. This is about helping your clients feel that they have the partner that they don't even know that they've always been looking for in you. That's the real benefit of doing this branding work. So those are my five things that I've learned through deconstructing my process. I have a lot more things to share with you, which I will in future podcasts about the specifics of some of the other things that I learned through deconstructing my process and writing my workbook. But I just want to recap these like big five things.
Betsy Jordyn (30:29.334)
Number one, your brand position is a noun. You have a space in the market and the minds of your ideal clients. It may or may not be what you want, but brand positioning is a verb that reflects the intentional actions that you take to own the space meant for you. Approaching your brand positioning is a total flip on everything that you've learned about strategy and getting a job. So you need to be like Rocky learning how to fight right-handed and unlearn what you know. Number three, branding
to me, maybe to other people, is not just about marketing, client attraction, or reputation management. It's about purpose. I might not be a fit for every consultant or coach, but I'm absolutely the best choice for those who want a profitable business that reflects their purpose. Number four, your superpowers are hiding behind what you cannot teach others to do. If you can't deconstruct it, it's likely you're unique genius at play. And big, big, big number five,
Any investments of time and money to refine your brain clarity and messaging isn't for you, it's for your clients and instilling trust in them that the help they need is on the way. So that is the recap of what we've learned. I will be sure to keep you posted on how everything goes with my skin cancer surgery. And I am sure it's gonna go great because I feel really confident about this particular surgeon, but I would not.
Mind if you wanted to send some positive healing energy my way, that would be appreciated for sure. So let's talk about your next steps. Number one, try deconstructing what you do. So my tips on this is I want you to imagine that you are creating SOPs, standard operating procedures for a department who is filled with people who do what you do for the sake of appreciating what you do. Like still deconstruct it, like think through. Your client is here, they wanna get here. Step by step, what do you do to take them to get from here to there?
I want you to detail out the steps, everything that you do in the greatest amount of detail that you can find. And I want you to do it because I want you to appreciate what you do and then look at it in terms of how it's different than other people. And then specifically look for those spaces where you can't easily transfer what you do to other people and flag them because those are likely your superpowers. The second thing I encourage you to do is do that audit I mentioned of the touch points that influence how a client perceives you.
Betsy Jordyn (32:53.154)
who you are and what you do. And are they conveying a clear and consistent picture and are they instilling trust? And if not, let's talk explicitly about the next step, which is let's work together. Now is the perfect time because you can get in on discounts in exchange for feedback. I'm also gonna be offering some additional group coaching as a bonus. You'll hear more about that later. So go to www.BetsyJordyn.com forward slash services to learn.
more about my VIP brand positioning and messaging programs or better yet book a call. There's like a big button at the top of the page that says book a call and go ahead and book a call there and let's chat. So that's it for today's episode. If you enjoyed this episode, please rate and review it, share it with colleagues. And also I will be sharing a lot more about other more specific things that I learned through my process of deconstructing what I do.
in future podcasts, so definitely subscribe so you don't miss out on it. And until next time, thanks so much for listening.
